Why ‘Frictionmaxxing’ Could Be the Secret Weapon Brands Need in the AI Era

Decades of consumer psychology said to remove friction. AI is forcing a different tack.

EXPERT OPINION BY VICTORIA WATTERS, CO-FOUNDER, DRY ATLAS

Illustration: Getty Images

There’s a finding in consumer psychology that has shaped marketing for decades. When something is easy to process—a name you can pronounce, a flavor you can place, a straightforward ordering process—your brain reads that ease as evidence the thing is safe, familiar, and probably good. Researchers call it “processing fluency,” and it’s trickled into........

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